In 2020, Apple expanded its iPhone lineup to four models for the first time, a strategy meant to reach every kind of buyer — but one that inadvertently left its third tier, the iPhone 12 Pro, without a clear reason to exist. Priced at Rs 1,19,900, it sits uncomfortably between a standard iPhone 12 that offers remarkable value and a Pro Max that offers remarkable capability, leaving the Pro to occupy a middle ground that neither ambition nor practicality fully justifies. It is a reminder that in the pursuit of covering every market, even the most refined products can lose their sense of purpose
The Financial Express
· Nov 20, 2020
· technology
· 10 min read
High
Sourcing: Verified
iPhone 12 Pro: Premium positioning undermined by better alternatives
◉
Technology
10580 related articles
Google Launches Gemini Enterprise for Legal Services
Google News · 100% match
Zuckerberg attacks Apple's iMessage, touts WhatsApp as superior on pri…
Business Insider India · 99% match
Tech stocks tumble on AI concerns as Revolut secures UK banking licenc…
The Guardian · 99% match
Asian Tech Rout Deepens as AI Bubble Fears Grip Markets
CNA · 99% match
Apple's WWDC 2026: How to Watch and What to Expect
WIRED · 99% match
Related Coverage
Google News · Sep 18
Anthropic's Claude AI Now Leads 26% of Its Own Successor Development
Anthropic reports that its Claude chatbot now drives approximately 26% of the company's research and development work, i…
Google News · Sep 18 Microsoft exec's 'theft of labor' comment on AI training exposed in court filingsCourt records reveal a Microsoft executive characterized AI model training on unlicensed content as 'the largest theft o…
Business Today · Sep 18 iPhone 18 Pro brings AI-powered Siri, advanced camera to flagship lineupApple's iPhone 18 Pro and Pro Max are now available, featuring Apple Intelligence with conversational Siri AI, ProMotion…
ANI (Asian News International) · Sep 18 iPhone 18 Pro launch draws massive crowds across IndiaApple's iPhone 18 Pro and Pro Max launched in India on September 18, drawing large crowds to stores across major cities.…
Bias & Framing
⚖
The review uses critical framing to position the iPhone 12 Pro as poorly justified, employing dramatic analogies and price comparisons to suggest better alternatives exist.
Bias Direction
center-left
Confidence
MED
Problem-focused framing with comparative analysis. Opens with dramatic Avengers metaphor to establish the phone as a problematic 'predicament,' then systematically deconstructs Apple's positioning through price-to-value arguments. Uses logical reasoning to suggest the product is flawed by design.
spoiled by choice
messy
complicated
predicament
undermined
awkwardly positioned
no confusion whatsoever
Apple's official rationale for the iPhone 12 Pro's positioning
Consumer testimonials from satisfied iPhone 12 Pro owners
Professional photographers/videographers who specifically need Pro features
Market research data on actual consumer preferences between models
Perspective from Apple executives or product managers
Geopolitical Impact
🌎
This is a consumer technology product review, not a geopolitical article. No international implications or power dynamics analysis is applicable.
Escalation Risk
N/A
Confidence
HIGH
Not applicable - this article concerns smartphone product positioning and pricing strategy, not geopolitical relations or international affairs.
Economic Lens
📈
iPhone 12 Pro faces market positioning challenges with limited differentiation from iPhone 12 and Pro Max, creating consumer confusion and potentially undermining Apple's premium pricing strategy in competitive smartphone segment.
Market Signal
bearish
Confidence
MED
Consumer Electronics Manufacturing
Smartphone Industry
Retail Technology
Consumer Discretionary Goods
Consumers face unclear value proposition with a Rs 35,000 price premium over iPhone 12 lacking sufficient feature justification, potentially leading to reduced purchase intent for mid-tier Pro model and shifting demand toward iPhone 12 or Pro Max alternatives.
May trigger regulatory scrutiny on pricing transparency and anti-competitive product tiering practices; potential consumer protection reviews regarding misleading premium positioning and value communication in luxury goods markets.